Beautyworld Middle East, the region's leading trade show for beauty products and wellbeing, has over the years featured the cream of international beauty brands looking to engage with the Middle East markets.

The 2019 edition of the industry’s largest trade and networking platform in the region will not only have an enticing array of leading international beauty brands, but will also boast of a heady Spanish flavour.

Beautyworld Middle East 2019 will welcome more than 1,750 exhibitors from 62 countries, when doors open on April 15 at the Dubai International Convention and Exhibition Centre. The Spanish contingent will be among the most prominent with more than 50 participating exhibitors taking up as much as 1,000 sqm of exhibition space this year.

According to STANPA, the Spanish cosmetic, toiletry and perfumery association who is responsible for bringing together more than 50 leading Spanish companies to Beautyworld Middle East 2019, Spain is the third largest exporter worldwide for perfumes and among the Top 10 globally as exporters of beauty and personal care products.

The Middle East region is an extremely important market for Spanish companies, with exports to the region being worth more than $272.19 million. The UAE is the third largest non-EU destination for Spanish beauty products registering $110 million in sales. Saudi Arabia was the next largest consumer of Spanish beauty products taking up $45.3 million.

“Exhibitors from Spain have always formed an important and influential segment at Beautyworld Middle East over the years and this year their presence has been reinforced,” said Elaine O’Connell, show director of Beautyworld Middle East.

“Spanish beauty products and brands have carved out an enviable niche in the market and they have contributed significantly to boosting the show and trade in the region.”

Viewing their presence at Beautyworld Middle East as a great opportunity to engage with key market figures was Josep Maria Sainz Valls, CEO of the Anubis Cosmetics Group: “Beautyworld Middle East is the must attend event for skincare manufacturers around the globe who desire to enhance their business relations with professionals from the Middle East, Asia and Europe. It is a referral fair for the beauty channel worldwide.

“For Anubis Cosmetics Group, being at BWME Dubai means a great chance to enhance brand awareness in the Middle East. It’s a great way to develop synergies among visitors and professionals related to the sector, and a great platform to search for potential partners that are looking for the distribution of skincare brands,” he said.

Sergio Garcia, export manager for Nirvel, felt that the show presented a golden opportunity to showcase their wide range of products and establish direct contact with customers, potential customers and suppliers, among others: “To be connected with the sector, to know first-hand the latest trends, how it is innovating, what new features are presented, what services are offered,” he said. “Nirvel will be showcasing hair products under the Nirvel Professional brand, and facial and body cosmetic products under the LeviSsime brand.”

In addition to Spain, other country pavilions at Beautyworld Middle East 2019 will be from Argentina, Brazil, China, France, Germany, Hong Kong, India, Italy, Japan, Korea, Morocco, Pakistan, Singapore, Taiwan, Thailand, Turkey, UK, the US and for the first time in 2019, Belgium, Romania and Lithuania.

Beautyworld Middle East covers the six product groups of Hair, Nails, and Salon Suppliers; Cosmetics and Skincare; Personal Care and Hygiene; Machinery, Packaging, Raw Materials, and Contract Manufacturing; Fragrance Compounds and Finished Fragrances; and Natural and Organic.

The dedicated showpiece has enjoyed strong growth over the last four years, with both exhibitor and visitor numbers increasing at a compound annual growth rate (CAGR) of 6 per cent between 2014 and 2018.

Headlining the act of new highlights in 2019 is Front Row, a three-day programme of live makeup, hair, and nail demonstrations delivered by the region’s premier beauty artists, influencers, and creative talents.  Here, interactive talks will be interspersed with bold, theatrical runway shows presenting the latest trends in the regional and global beauty market.  

Ready to Beauty is another new feature this year, a dedicated showcase of hand-picked brands from across the globe that answer the needs and wants of a multicultural Middle East and African audience. From established brands with an existing international footprint to start-up niche labels eager to test new waters, Ready to Beauty will put the spotlight on the latest shades of beauty unique to the consumer with darker skin tones.

Beautyworld Middle East’s organiser Messe Frankfurt Middle East also confirmed all the regular popular features will be back in 2019, including the 4th edition of Quintessence, an exclusive showcase of niche perfumes.

Battle of the Barbers, a live three-day competition organised by the British Barbers’ Association (BBA) in partnership with Beautyworld Middle East, will also return for its fourth year, where the UAE’s finest male grooming technicians will battle it out for two coveted titles: the UAE’s Best Barber and UAE’s Best Shave.

The Fragrance Station and Nail It! By OPI and Artistic – a nail art competition – are other returning features, along with a series of informative workshops and seminars covering topics such as understanding different product regulations in various Gulf markets, and women entrepreneurship in the beauty business. 

That’s in addition to rich and diverse product launches and innovations from established beauty names, challenger brands, and niche players alike, all of whom are aiming to increase their share in a Middle East and African (MEA) beauty and personal care market that, according to analysts Euromonitor International (EMI), was worth $32.4 billion in 2018. - TradeArabia News Service